Tata Motors is gearing up to revolutionize the electric vehicle (EV) landscape in India with plans to introduce exclusive EV-only showrooms under the Tata.ev brand. Shailesh Chandra, Managing Director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, shared this exciting development at the launch event of the new Nexon and Nexon EV.
A Phased Approach to Unveil EV Showrooms
Tata Motors, under the rebranded Tata.ev business, is strategically planning the launch of these exclusive EV dealerships. To test the waters and ensure a seamless customer experience, the company will initiate the process in a phased manner. Chandra hinted at the likelihood of opening up to five EV-exclusive dealerships in the initial phase.
Learning and Perfecting the EV Retail Experience
Chandra emphasized a cautious and iterative approach, stating, “The first phase will be about experimenting and first learning and perfecting. It’s not a big bang that we are going to do. So, therefore we’ll start with very few.” This initial phase aims to assess the implications and viability of this new channel, allowing Tata Motors to refine and tailor the EV retail experience based on real-world learnings.
Tata Motors’ Current EV Portfolio
Presently, Tata Motors boasts three electric vehicles in its passenger vehicle lineup—Tiago EV, Tigor EV, and Nexon EV. In addition, the company offers the Xpres-T EV for the fleet market, derived from the Tigor EV. Currently, all electric vehicles share showroom space with the Internal Combustion Engine (ICE) counterparts.
Catering to Unique EV Customer Needs
Recognizing the distinct needs of EV customers, Tata Motors aims to provide a dedicated retail experience for its electric vehicles. Chandra emphasized the importance of understanding and meeting the expectations of EV buyers, setting the stage for a more specialized approach in the exclusive EV showrooms.
Investments in the EV Network
Discussing the investment aspects of this exclusive EV network, Chandra explained, “Like a channel investment, which is done mostly by the channel partner, and there is a definition, which is slightly more sophisticated and a better experience, given the profile of the customer. So, there will be a delta investment. There will be a charger also involved. Definitely, there is a slightly greater investment done in every outlet.”
Tata Motors recently introduced the 2023 Nexon EV facelift, showcasing the automaker’s commitment to advancing EV technology. The updated Nexon EV boasts design enhancements, premium features, and intelligent technology. With offerings in both Mid- and Long-Range models, the Nexon EV reflects Tata Motors’ dedication to pushing the boundaries of electric mobility in India. As Tata Motors ventures into this new era of EV retail, enthusiasts and potential buyers can anticipate a more tailored and immersive experience when exploring the impressive lineup of Tata electric vehicles.
2023-12-13 20:23:13
